Tim Cook, Apple Chief Executive Officer (CEO), announces a new product on October 12, 2017 on the stage with Apple founder Steve Jobs in the background/Photo = AP
One more thing!
This is the phrase that the late Steve Jobs, the founder of Apple, enjoyed during the presentation of new products such as the iPhone. Jobs often made a closing remark during an announcement and seemed to be leaving, making a surprise announcement of one more new product or new feature. Apple users praised Jobs’ new announcement every time.
The reason Jobs was able to shout’One More Thing’ was the innovation of Apple’s products, but it was the evaluation that Apple’s unique’secretism’ that maximized this further. Apple is famous for thorough’regulation’ at home and abroad until a new product is released directly. Therefore, unlike other manufacturers, Apple’s new product rarely sees the specs leaked in advance.
This corporate culture is because Apple has more partners worldwide than any other company. Semiconductors that are essential for driving products such as iPhone and MacBook are representative. Last year, Apple bought more semiconductors than any other manufacturer. According to market research firm Gartner, Apple bought 60 trillion won worth of semiconductors last year. It is three times more than the second place Samsung Electronics (20 trillion won).
Apple has a higher risk of’leakage’ than any other company because it has partnerships with various companies in so many countries. For this reason, Apple is reportedly requesting a’notorious’ confidentiality agreement (NDA) from its partners. Following Jobs’ philosophy of emphasizing “surprise” every time a new product is released, Apple has demanded an NDA from all its partners and imposed a large penalty for violating this.
Apple Car Rendered Image/Photo = Apple Inside Capture
Apple is famous for overturning the negotiating table, which had reached just before the conclusion, if the partner does not accept their requirements. A senior official in the domestic parts industry who collaborated with Apple in the past said, “Apple does not allow any content to be disclosed to the outside until the project is completed without permission. It was difficult to mention the name’Apple’ even in-house.” . Another domestic parts industry official said, “It is not for nothing that Apple’s secrecy is more than the US CIA (Central Intelligence Agency).”
Apple’s excessive obsession with secrecy has sometimes resulted in excessive contract terms on partners and partners. In fact, in the process of bankruptcy of’GT Advanced Technologies’, a display partner in the past, the substance of Apple’s NDA was clearly revealed. According to the complaint filed by the company to Apple, Apple stipulated that it must pay about 59.9 billion won ($50 million) for each breach of one confidentiality agreement.
Apple has a thorough internal joining pace. According to the book “Apple Inside,” written by a senior reporter of the US economic journal, Fortune 10 years ago, Apple strongly prohibits information leakage to internal employees. Even Apple employees say they don’t even know what their colleagues are doing. It is explained that if even a small amount of information is leaked, not only will you be fired from your job, but you will have to pay huge compensation.
The authors say that Apple operates as a point organization and that employees share only what they need to know. At Apple, each employee is a piece of the puzzle, and when it all fits together, only the CEO knows. In particular, Apple’s security team is known to use digital forensics (forensic investigation) to detect information leakers.
Hyundai Kia Motors Yangjae Office
It was officially announced that the electric vehicle-related cooperation between Hyundai-Kia Motors Group and Apple was recently suspended.(245,000 +3.59%)‘Secret Leakage’ is considered to be a strong cause. When the contents of electric car cooperation continued to be leaked through the domestic media, angry Apple overturned the negotiations. US CNBC said, “You shouldn’t let anyone know the companies that do business with Apple,” he said. “Hyundai Motor will have learned a lesson from this incident.”
Apple is expected to find another partner besides Hyundai-Kia Motors. This is because the level of autonomous driving technology is still low compared to competitors. According to a report from the California Department of Motor Vehicles (DMV), last year, Apple’s self-driving vehicle had a bounce rate of only about 233 km (145 miles), while Google Alphabet’s’Waymo’ had a bounce rate of about 48,280 km (30,000 miles). Reached.
Apple’s media outlet’Apple Insider’ quoted an investment bank’s Weatherbush report and reported that Apple will officially announce its icar manufacturing partner in the first half of this year. The market’s attention is focused on which companies, such as Volkswagen or Nissan, will join hands with Apple from Hyundai Motor, where it is observed that the negotiations are not completely over yet.
Seongsu Bae, reporter of Hankyung.com [email protected]